International Marketing

4 курс

Иностранный язык делового общения. Маркетинг

Module 3

Text 1. “International Marketing”

Pre-reading discussion:

1. What is international marketing?
2. Why will companies enter into international marketing? Give at least 6 reasons.
3. Which reasons are the most important ones?
4. What are the key factors differentiating domestic and international marketing?

Read and translate the texts and answer the questions to the text below.

International marketing combines multiple disciplines, but is mainly focused upon marketing goods and services across geographical boundaries, of entering foreign markets, or sustaining marketing and sales efforts within foreign countries and of coordinating marketing activities in multiple countries and regions.

Each practitioner faces a hierarchy: global, international, regional, local and intriguing interplay between them. International marketing is one of the most problematic areas: striving for global, regional and local relevance and balance as well as economies of scale and brand.

Segmentation is particularly difficult: are customers to be segmented on a country-by-country basis, or are they more appropriately grouped across geographic boundaries based on their common needs and wants?

Products - can they be standardized for international markets or do they need to be customized and adapted to each geographical market?

The nature and methods of international marketing will also vary greatly depending on whether the company is addressing industrial or consumer products or services.

Often international marketing moves by degrees to become global marketing, by tracking the space of international expansion of the overall company and its activities: this can begin with small scale exporting and develop into full overseas acquisitions. Indeed, the task of the marketer relative to international expansion has become even more complex, because as the level and scale of overseas expansion grows, the marketing becomes increasingly dependent upon a network of agents, alliances, collaborations, suppliers, sometimes joint venture partners, sometimes full acquisitions.

Once the company’s international strategy and goals are formulated, the process of international marketing planning begins. As always, a good starting point is to use dedicated market research to understand the geographical target. This is primarily a measure of market attractiveness: growth, size, GNP and general economic situation, strategic location, accessibility, experience in similar markets, social, legal, language and cultural understanding, risks of entering such as political volatility, friendliness of government (national or pan-regional) to business, business risk and competitive and currency risks.

The next stage is the evaluation of the costs of entry into these markets: investment, control, risk and return. Then the whole range of marketing planning begins in each country, with the appropriate level of marketing mix selected for each marketplace. Key decisions relate to adapting the right mix for the right country are:

Product – can it be used in standard form or does it need to be customized?

Distribution – what level of coverage and density, type of channel for the specific country and the distribution logistics?

Prices – how are these to be determined for the local market and in what currency?

Promotion – what is the most appropriate media channel and type of direct promotion in the given culture?

It is also important for the marketing team to have a culturally diverse group with experience in international marketing rather than taking a team that have been successful in one geography and taking it to another.

(Ch.Doyle, pp.256-257)

1. Questions and tasks to the text:

1. Give the definition of the IM. Do you know any other definitions related to IM?
2. Why does the author claim that IM is “one of the most problematic areas” in marketing?
3. On what basis can segmentation be conducted?
4. Why is it so difficult to conduct segmentation in IM?
5. What product decisions can be made in IM?
6. How can methods of IM vary?
7. Discuss the process of going global. What stages does a business usually pass through? What is the role of marketer in this process?
8. At what stage should a business start the process of marketing planning?
9. What should be measured and analyzed in the course of market research? Why is supposed to be a “good starting point”?
10. What steps should be undertaken at the next stage of going global?
11. What key decisions should to be made and why?
12. What managerial decisions connected to cultural diversity are to be taken?
13. Do you agree that a team involved in IM activity should be culturally diverse with experience in international marketing rather than not but successful in one particular geographical market?

2. Complete the sentences from the text:

1. International marketing combines multiple disciplines, but is mainly focused upon marketing goods and services across ______________, of entering foreign markets, or _______________ and sales efforts within foreign countries and of coordinating ___________ in multiple countries and regions.

2. ___________is particularly difficult: are customers to be segmented on ______________________, or are they more appropriately ___________geographic boundaries based on their common needs and wants?
3. Products - can they be ____________ for international markets or do they need to be ______________ to each geographical market?
4. Often international marketing moves by degrees to become ______________, by tracking the space of international expansion of the overall company and its activities: this can begin with _____________ and develop into _____________________.
5. Indeed, the task of the marketer relative to international expansion has become even more complex, because as the level and scale of overseas expansion grows, the marketing becomes increasingly ________________ a network of agents, _____________, collaborations, suppliers, sometimes ______________, sometimes ______________.
6. Once the company’s international strategy and goals _____________, the process of international marketing planning begins.
7. As always, a good starting point is to use dedicated ______________ to understand the geographical ______________.
8. This is primarily a measure of _____________: growth, size, __________ and general economic situation, strategic location, ___________, experience in similar markets, social, legal, language and cultural understanding, risks of entering such as ____________, friendliness of government (national or pan-regional) to business, business risk and _______________ .
9. Then the whole range of marketing planning begins in each country, with the appropriate level of marketing mix selected for each __________________.
10. Distribution – what level of ________________, type of channel for the specific country and ____________________?
11. Prices – how are these to be ______________ and in what currency?
12. Promotion – what is the most appropriate _____________ and type of ___________ in the given culture?
13. It is also important for the marketing team to have a ______________ group with experience in international marketing rather than taking a team that have been successful in one geography and taking it to another

3.  Now translate the words and word combinations from the gaps into Russian.

4. Give the definitions to the underlined words.